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International Review of Management and
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International Review of Management and Marketing, 2017, 7(2), 193-196.
Expressions Creating Confusion among Elements of Promotion
Mix: Sales Promotion
Dinmukhamed Kelesbayev1*, Kuatbek Kalykulov2, Yermek Yertayev3, Altynay Turlybekova4,
Akhmet Kamalov5
Akhmet Yassawi University, Turkestan, Kazakstan, 2Akhmet Yassawi University, Turkestan, Kazakstan, 3Regional SocialInnovation University, Shymkent, Kazakstan, 4Regional Social-Innovation University, Shymkent, Kazakstan, 5M. Auezov South
Kazakhstan State University, Shymkent, Kazakstan. *Email: [email protected]
1
ABSTRACT
More than 20 years on marketing, research and publications have dealt with research problems based on marketing mix and have mostly examined
marketing processes. However, the types or elements of the marketing mix that are important for both the enterprises and the consumers are not analyzed
too deeply, and different expressions or concepts are used in the analyzed sources. For example, when we look at the literature on marketing, which is
being used as a source in our universities, the conceptual confusion in the naming of the marketing mix components and elements of promotion mix
is clearly visible. Marketing literatures are developed by academicians who contribute to the expansion and development of marketing literature, such
as sales promotion or sales incentives or sales encouragement. The concepts that are placed as such are the concepts confusion in naming elements of
promotion mix and the promotion mix. Therefore, in this study, a deep literature search was conducted to get rid of concept confusion. In the naming
of elements of promotion mix, concept expressions that create confusion have been examined in detail and discussed in various comparative terms,
and basic concepts with wide meaningful various actions have been proposed.
Keywords: Promotion, Promotion Mix, Elements of Promotion Mix, Sales Promotion
JEL Classifications: M30, M31
1. INTRODUCTION
Efforts related to elements of promotion mix have gained
considerable importance nowadays. The main reasons for this
are the fact that enterprises have to open up to large markets,
thus increasing the physical distance between businesses and
consumers, the quality and quantity of consumer wants and needs
constantly changing. Therefore, when communicating with real
and potential consumers in the target market to inform them about
their business and business products, they benefit from elements
of promotion mix.
When we look at the literature on marketing that is being used as
a resource in our universities, many concepts are confused. For
example, the conceptual confusion that has begun to emerge in
the basic concepts of product marketing, product, goods, service
and so on continues until the naming elements of promotion
mix. These concepts, which are settled by the academicians who
have contributed to the expansion and development of marketing
literature, are as follows: Promotion mix or promotion methods,
or means of promotion, methods of promotion, features of
promotion, promotion techniques. While these concepts of naming
the promotion mix is put in disorder, the other concepts, which
are set as sales promotion or sales development, sales promotion,
sales incentives, sales promotion efforts or other sales efforts, are
confused in naming elements of the above mentioned turmoil.
Even though such market turbulence has been expressed in
marketing literature for years, serious steps have not been taken
to eliminate the turmoil. This suggests that various issues related
to marketing and promotion need to be addressed by our country’s
marketing scholar and academics in order to get rid of the turmoil.
In literature, more than two decades of marketing research
and publications have dealt with research problems based on
marketing mix in general, and marketing processes are often
studied. However, the critical problem here is that elements of
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Kelesbayev, et al.: Expressions Creating Confusion among Elements of Promotion Mix: Sales Promotion
the marketing mix, which are important for both the enterprises
and the consumers, have not been analyzed much, and different
expressions or concepts have been used in the analyzed sources.
These findings and the absence of studies on this issue emphasize
the importance of the study.
The aim of the work is to give clarity to the confusion on the concept
of naming the promotion mix and elements of promotion mix by
deeply researching them, and to lift the conceptual confusion out
of the way. In order to achieve this aim, later the literature was
carefully scanned and concepts caused various problems have been
discussed with various comparative expressions creating conceptual
turmoil and basic concepts with wide meaningful various actions.
This study is limited to the literature on marketing which is being
used as a resource in universities in Turkey. Therefore, this study
is a review, research and comparative evaluation work.
2. CONCEPTUAL REVIEW AND
EVALUATION
When we look at the literature on marketing that is being used
as a resource in our universities, it seems that the authors and
academicians have differentiated the promotion mix and elements
of promotion mix that they will use to reach a message to the
target markets of businesses. For example, Mucuk (2001. p. 173)
named the promotion mix as promotion method, İslamoğlu (2006.
p. 422) as promotion means, Tenekecioğlu et al. (2006. p. 209) as
promotion decisions (1978. p. 166), Yükselen (2008. p. 369) named
it as promotion techniques, Tek (1999. p. 708) as promotion sub
mix, Arpacı (1992. p. 177) promotion tool, Uraz (1978. p. 166)
sales increase efforts, Hatiboğlu (1993. p. 131) forms of promotion,
Cemalcılar (1977. p. 348) sales efforts, Kotler Volume I (1984.
p. 49) and Volume II (1984. p. 299) named the form of a boost. In the
ranking of the components of the indebtedness mix, some authors
include promotional material (Kotler II, 1984. p. 299), rather than
public relations, while all authors include the basic elements of
the promotional mix elements such as advertising, personal sales,
public relations and sales promotion. Sales incentives instead of
sales promotion (İslamoğlu, 2006. p. 422, Oluç, 1978. p. 180), sales
promotion sales instead of sales promotion (Mucuk, 2001. p. 173;
Oluç, 1978. p. 181; Tenekecioğlu et al.; Kotler II, 1984. p. 299),
instead of the sales promotion, the sales promotion is replaced
by the other sales promotion (Arpacı et al., 1992. p. 177; Mucuk,
2001), sales efforts (Cemalcılar, 1977. p. 348), sales promotion
(Kotler, 2010. p. 152). However, some authors and academicians
have included sponsorship, media, etc. (Kotler, 2001. p. 172, Tosun,
2002. p. 15; Yükselen, 2008. p. 369; 2007. p. 122-123).
When the sources of interest of this study are examined, the
above images are still going on. That is, the disorder arising in
the naming and in the listing the promotion mix continues in the
naming elements of promotion mix, which is one of these elements.
For example, the following authors and scholars have shown
that sales promotion, which is an element of the subsistence of
sales, can be used in sales promotion (Arpacı et al., 1992. p. 177;
Çağlar and Kılıc, 2005. p. 171; Mucuk, 2001. p. 201; Tek, 1999.
p. 780; Tekin, 2006. p. 213; 1974), sales promotion (İslamoğlu,
194
2006. p. 442; Oluç, 1978. p. 180), sales promotion (Hatiboğlu,
1993. p. 131; Tenekecioğlu et al., 2006. p. 213) sales promotion
(Altunışık et al., 2001. p. 207, Torlak et al., 2004. p. 241), other
sales efforts (Cemalcılar, 1977. p. 417), vendor boosting efforts
(Kotler II, 1984. p. 299), Then in the following parts of his/her
works, sales promotion, sales promotion, sales incentive, sales
promotion efforts or other sales efforts or sales promotion, sales
promotion, sales incentive, sales promotion efforts or other sales
efforts. Looking at it in detail, we see here that the same concepts
are used as logic, content, and that there is only a difference of
expression, and it is understood that there are confusions going on.
As can be understood from the above information and findings,
it is seen that some of the authors and academicians who gave
important contributions to the marketing literature in Turkey have
used different expressions in the order and naming or ordering in
different forms of the promotion mix and elements of promotion
mix which is one of the components of marketing mix. As we have
mentioned in the previous sections, promotion mixes or promotion
mix methods or means of promotion, promotion techniques,
promotion decisions; sales promotion or sales development or sales
promotion, other sales efforts; concepts such as public relations or
public adherence or publicity, emotion, naming and sequencing of
the mix of elements of entrustment. If we examine these expressions
and concepts in detail, it would be more logical first to start them
from the source point, i.e., the reasons for their emergence.
An element of marketing mix, “promotion” is a Latin word, give
as advance; move forward/on/further; gain/make ground, make
headway in the dictionary; Promotion means raising customer
awareness of a product or brand, generating sales, and creating
brand loyalty. (Redhouse, 2009. p. 353). Promotion in Turkish is
mostly used as promotion in personnel management by taking
the same from French. But the marketing literature the word we
used instead of the promotion word is “consumption,” and this
phrase seems to have been settled literally in the related literature.
However, there are also those who claim that the word “promotion”
does not fully meet. They also say that promoting the product
and promoting it, and then increasing it, is not about all these
meanings and that it is also a communication problem (Oluç, 1989.
p. 3; Üner, 1999. p. 22). If the word “promotion” is used instead
of consumption in Turkish language, the expression to be used
should be “sales promotion” instead of sales promotion or sales
incentive, sales boosting efforts and other sales efforts.
Moving on from this logic, we prefer to use the phrase “sales
promotion” instead of a variety of narrow meaning expressions
such as sales development, seek sales, sales evolvement, sales
boosting efforts and other sales efforts among the elements
promotion mix, we recommend to use the phrase “sales promotion”
containing actions. Because, it seems more plausible to include
sales promotion in place of the above mentioned statements among
the promotion mix components.
While defining sales promotion as promotional activities outside
of advertising, emotion and personal selling, which encourages
interest, experimentation, and purchase in the final consumers,
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Kelesbayev, et al.: Expressions Creating Confusion among Elements of Promotion Mix: Sales Promotion
intermediaries and industrial buyers, by placing sales promotion
among the elements of promotion mix in the book of “Basic
Marketing” by McCarthy and Perrault, (1990. p. 472), The
American Marketing Association, on the other hand, deals with
personal sales, advertising and in-store marketing activities that
encourage consumers to buy and promote their merchants, such
as: Exhibitions, sample applications, tutorials and non-repeating
activities, which include periodic, non-characteristic, pragmatic
efforts. As can be understood from the definitions above, sales
promotion involves a wide variety of actions and aims to achieve
results in the short term (Table 1).
Other authors who use sales promotion (Hatiboğlu, 1993. p. 131132; Kotler, 2010. p. 152; Tenekecioğlu et al. 2006. p. 213;
Yükselen, 2008. p. 395-39) defining sales promotion as incentives
and awards to encourage consumers to buy products now and
not later, are emphasizing that the importance of sales promotion
increases and the effect of economic crises on sales promotion
activities is very influential on consumers’ purchasing decisions
in the day where competition is intensifying, brand diversity is
increasing but brand loyalty is decreasing.
Marketing writers who use sales promotion among the elements
of their books and articles describe that they are sales promotion
and sales promotion activities in narrow terms and they talk about
sales promotion and sales promotion activities in the following
parts of their studies (İslamoğlu, 2006. p. 442; Oluç, 1978. p. 180).
This means that sales promotion means sales incentives in full,
and therefore it makes more sense to use sales promotion instead
of sales incentives among the elements promotion mix.
If the promotion promises to be used in place of sales promotion,
which is the subtitle of the promotion against the word spoken,
advertising agencies usually use sales promotion instead of sales
promotion. Torlak et al. (2004. p. 242), Altunışık et al. (2001.
p. 208) also pointed out that the use of sales incentives, rather than
sales promotion, among the elements of the retention bias in their
work will lead to the purchase of sales incentives, consumers,
businesses or intermediary institutions faster (2009. p. 564)
developed the “Economic Terms Dictionary: Definitions and English
Translation” dictionary, emphasizing that the sales incentive is the
equivalent of the sales promotion in the English language, while
Aypek et al. (2009. p. 564) describe the promotion incentive as the
sales incentive, The above sales incentive statement is misused by
defining salespersons marketing their goods as the amount of goods
they sell, the purchasers they buy, the recycling of lost consumers,
and so on. It is clear from this statement and definitions that it is
irrational and wrong to use the sales promotion statement instead of
the sales promotion among the elements of promotion mix.
Some scholars who have used sales development instead of sales
promotion among their elements in their studies have identified sales
development as logically similar but using different expressions
(Arpacı et al., 1992. p. 216-219; Çağlar and Kılıç, 2005. p. 171-173;
Kotler I, 1984. p. 48-49; Mucuk, 2001. p. 201-204; Tek, 1990. p. 44;
1999. p. 780-794; Tekin, 2006. p. 213-214; Tokol, 1996. p. 154;
Tosun, 2002. p. 14; Uraz, 1978. p. 166), namely sales promotion:
• Is an important means contributing to increase the effectiveness
of advertising or personal sales efforts, used to encourage the
purchase and sale of a product or service within a short period
of time (Arpacı et al., 1992. p. 216),
• Is one promotion methods apart from advertising, personal
selling, and public relations, the method that is designed to
attract intermediaries to the product and encourage consumers
to buy (Çağlar and Kılıç, 2005. p. 171),
• Other sales efforts in participating festivals, exhibitions, etc.,
which are not carried out continuously, except for personal
sales, advertising, public relations and direct marketing efforts,
without continuity (Mucuk, 2001. p. 201),
• Non-regular, non-regular, non-routine, short-term purchase
incentives, unique promotions and sales efforts to motivate
consumers or users to purchase goods and services other than
personal sales, public relations and advertising, and to enhance
the effectiveness of the distributors (Tek, 1999. p. 780),
• Non-continuing activities except the advertising, personal
sales and public relations (Tekin, 2006. p. 213),
• Is a sales effort that completes and coordinates advertising
and personal sales (Tokol, 1996. p. 154),
• Short-term incentives to encourage the purchase of a product
(Tosun, 2002. p. 14),
• Marketing campaigns that increase the effectiveness of
the business, such as advertisements, personal sales and
promotional activities, which are not carried out on an ongoing
basis, such as exhibits, festivals, exhibitions, demonstrations
and various unsuccessful sales efforts (Uraz, 1978. p. 166-167).
Authors who use sales promotion efforts and other sales efforts
as opposed to sales promotions can use these expressions to
Table 1: Examples of sales promotion actions (Kotler II, 1984. p. 303‑306; Oluç, 1989. p. 5)
For end‑users or users
Flags, decorations
Streamers
Sample products
Calendars, datebooks
POP materials
Aisle displays
Competitions
Presentations
Coupons
Money transfers
Sales exhibitions
Trade marks
For intermediaries
Price regulations
Purchase advances
Unsupported goods
Promotion reductions
Sales competitions
Calendars, datebooks
Presents
Sales exhibitions
Supliers meeting
Catalogues
Show‑case organization needs
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Sales oriented to self selling force of management
Competitions
Pay‑off
Briefcases, pursues
Exhibitions
Sales intensity competitions
Sales meetings
Sales equipments
Education materials
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Kelesbayev, et al.: Expressions Creating Confusion among Elements of Promotion Mix: Sales Promotion
promote and enhance the sale of goods and to encourage the
seller’s activities and to encourage consumers to buy and sell the
goods, (Kotler II, 1984. p. 299-307, Cemalcılar, 1977. p. 352-420).
Judging from this definition, we see that these efforts only involve
short-term sales stimulus actions that directly induce behavior, and
that they are involved in a wide range of actions, involving very
large, diverse actions of sales promotion.
As seen from the above definitions, all of these definitions are
logically close to each other, but different expressions are used,
and at the same time all of these definitions appear to be part of
the definitions given by McCarthy and Perrault and the American
Marketing Association for sales promotion, as described in
the previous sections of this work. It is worth mentioning that
McCarthy and Perrault and the American Marketing Association
define sales promotion with the above expressions, not sales
development. Hence, it seems to be more appropriate and logical
to use the sales promotion statement instead of sales development
among the elements of promotion mix.
3. CONCLUSIONS AND
RECOMMENDATIONS
As it was discussed in the frame of this study, promotion mix or
promotion methods, or promotion means, beginning from the
naming promotion mix, are also being continued in the naming
and listing the elements of promotion mix as promotion formats,
promotion decisions; sales development or sales encouragement,
other sales efforts are continued as public relations or public
admission or advertising, etc. Therefore, in this study, a deep
literature search was made to get rid of the concept confusion,
and the expressions that created confusion in the naming of the
elements of entrustment were examined in detail and discussed
in various comparative discussions.
As a result, in the context of all these discussions, a deep
literature search has been conducted and various comparisons
and assumptions of compromise include wider meaningful
actions rather than various but narrower expressions such as
sales development, sales encouragements, sales promotion, sales
boosting efforts and other sales efforts have come to the conclusion
that the use of a predicate expression of “sales promotion” would
be more appropriate and logical. It is hoped that this result will be
helpful and explanatory in light of the future work, so from now
on we can say that “sales promotion” will be used instead of sales
development, sales encourages, sales stimulation, sales boosting
efforts and other sales efforts.
The general conclusions reached during the working process,
and the detected literature; there are many conceptual confusion
in the marketing literature, and no serious steps have been taken
in order to eliminate these confusion. Hence, we can say that
these confusions have led to various confusions in the minds of
students, whether researchers or even academics, who want to
benefit from different sources in their work. This suggests that
marketing, especially those issues related to promotion, should be
taken seriously by our country’s marketing academics.
196
Here, we proposed some factors that create confusion, that is, the
points to be discussed, the angles from which to build the mix of
commitment, and the basic elements promotion mix. So, work like
this should be done uninterruptedly and constantly. Also, other
factors like direct marketing, sponsorship, media, etc. that create
confusion, i.e., points to be discussed, which angles to build up
promotion mix likı advertising, personal sales, public relations
and sales promotion.
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